Event Event

Optimizely Experimentation Forum 2023 – Amsterdam

Learn how to elevate your experimentation to new heights


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Many of the brightest minds in the experimentation field are convening at our Optimizely Experimentation Forum 2023 in Amsterdam. Come and join them as we explore the boundless potential of experimentation.

Event details:

Date: January 27, 2023  

Time: 9:15 a.m. – 4:30 p.m. CET  

Venue: Planetarium Meeting Center Amsterdam, Kromwijkdreef 11, 1108 JA Amsterdam

We will be splitting up for our more focused breakout sessions so make sure to pick the session that you would prefer to join based on your level of experimentation expertise.

During our forum, Optimizely’s Global VP of Strategy and Value, Hazjier Pourkhalkhali, Griffin Cox, Sr. Technical Product Manager, and several other experts, will be discussing our high-level product roadmap and share proven techniques for achieving impactful test results.

Our forum will also feature expert speakers from HelloFresh and Robinson, who will share their experiences with experimentation and the valuable tips and tricks they’ve acquired.

Seize this chance to network and learn from other business leaders that are just as committed to pushing the boundaries of experimentation.

Save your spot now.

9:15 a.m. – 10 a.m.

Walk-in reception

10 a.m. – 10:15 a.m.

Welcome and opening remarks – Justin Vos – Customer Success Manager, Optimizely

10:15 a.m. – 11:15 a.m.

Opening Keynote - Optimizely's vision for smarter + easier experimentation with AI

In this session by Griffin Cox, Sr. Technical Product Manager at Optimizely, we will share our vision for the intersection of experimentation and AI in 2023 and beyond. We will present how AI can enhance every stage of the experimentation lifecycle and ways you can combine AI tools like chatGPT and Dall-E with experimentation tools to generate value today.

11:30 a.m. – 12 p.m.

Aurora Moreno Herrera, Product Owner of the Experimentation Team @ HelloFresh

Learn from experienced practitioners like HelloFresh about how to leverage optimization to build and sustain world-class experiences.

12 p.m. – 1 p.m.


1 p.m. – 2 p.m.

Breakout session A (main room)

Tanka Poudel, Customer Success Manager & Maurice Beerthuyzen, Sales & Marketing Director @ Clickvalue - From 0 to 10 experiments: Building an Experimentation Program

In this session, Tanka and Maurice will give you your first (or perhaps second) peek at Optimizely's testing platform and share some interesting customer cases on how we helped companies like yours create an experimentation culture and processes. This session also offers a Q&A, to ask these professionals questions on how you can get started.

1 p.m. – 2 p.m.

Breakout session B (breakout room 1 (30 people capacity))

Mark Wakelin, Snr. Consultant, Strategy & Value – From 10 to 100 experiments: Coming up with more and better test ideas

In this session, Mark, and other experts from the Optimizely team will share a hypothesis framework and split you up into small groups to apply this framework to real-life cases and learn from experts and peers. This session gives you the chance to learn from others and look through their eyes.

1 p.m. – 2 p.m.

Breakout session C (breakout room 2 (12 people capacity))

Emma Shillam, Lead Consultant, Strategy & Value – (Round Table) 100+ experiments: How to tie your program to business outcomes

In this session, Emma and Hazjier will lead a small round-table session with advanced experimenters and discuss topics like scale, business outcomes, communicating value, and other topics.

2 p.m. – 2:30 p.m.

Break / Networking

2:30 p.m. – 3 p.m.

Michiel Richter, Manager Conversion Optimization and User Research @ Robinson - Digital innovation under pressure

In this session, listen to our special guest speaker, Michael Richter, Manager Conversion Optimization and User Experience, from TUI’s premium leisure resort brand, ROBINSON, as he will tell you why Experimentation is key to digital innovation, how to overcome challenges when implementing Experimentation and the results and outcomes of Robinson’s digital experiments.

3:15 p.m. – 4 p.m.

Closing Keynote - Hazjier Pourkhalkhali, VP of Strategy and Value - The Science of Experimentation

Learn science-based best practices for experimentation based on academic research Hazjier has conducted with Harvard Business School on experimentation. This talk will dive into the experiment design choices that lead to superior program outcomes, and how companies can build exceptional programs that drive far greater returns.

4 p.m. – 4:15 p.m.

Closing remarks / Q&A

4:15 p.m. – 5 p.m.

Drinks, light food and mingling

Optimizely, Robinson and Hello Fresh logos